知名品牌对城市形象塑造及传播影响研究——以盘锦河蟹为例  

Research on the Shaping and Dissemination of City Image by Well-Known Brands——Taking Panjin River Crab as an Example

作　　者：马文杰 刘明阳[2] MA Wenjie;LIU Mingyang(School of Journalism and Communication,Dalian University of Foreign Languages,Dalian Liaoning,116044,China;International Communication Institute,Dalian University of Foreign Languages,Dalian Liaoning,116044,China)

机构地区：[1]大连外国语大学新闻与传播学院,辽宁大连116044 [2]大连外国语大学国际传播研究院,辽宁大连116044

出　　处：《文化创新比较研究》2024年第19期104-108,共5页Comparative Study of Cultural Innovation

基　　金：教育部中外语言交流合作中心2022年度国际中文教育研究课题“基于线上团组的‘汉语桥’品牌传播创新研究”(项目编号:22YH82D);大连外国语大学2024年大学生创新创业训练计划项目“知名品牌对城市形象塑造与传播的影响研究”(项目编号:202410172A181)研究成果。

摘　　要：在全球化浪潮席卷的今天,城市间竞争日益加剧,每座城市都渴望塑造出独一无二的本地品牌,进而提高自己的知名度。因此,城市对知名品牌的打造在城市的形象塑造和对外传播中发挥着至关重要的作用。该文以盘锦河蟹和盘锦城市形象的耦合为研究方向,深入剖析盘锦独特的城市地理环境和人文特征,以及盘锦河蟹目前的品牌打造情况。同时,探究河蟹成为盘锦城市品牌形象的可能性及目前在城市品牌形象塑造过程中存在的问题。研究充分运用了传播心理学等相关理论,以期为盘锦河蟹实现自身发展、提高对外知名度和影响力提供思路,也为盘锦城市独特形象塑造和传播提供参考。In today's wave of globalization,competition between cities is intensifying,and each city is eager to shape a unique local brand,thereby increasing its visibility.Therefore,the construction of well-known brands in a city plays a crucial role in shaping its image and promoting it to the outside world.This article will take the coupling of Panjin River Crab and Panjin City Image as the research direction,and deeply analyze the unique urban geographical environment and cultural characteristics of Panjin,as well as the current brand building situation of Panjin River Crab.At the same time,it explores the possibility of river crabs becoming the brand image of Panjin City and the existing problems in the current shaping process.In the research,relevant theories such as communication psychology are fully utilized in order to provide ideas for Panjin River Crab to achieve its own development,improve its external visibility and influence,and also provide reference for shaping and spreading the unique image of Panjin City.

关 键 词：城市形象 传播心理 品牌传播 盘锦河蟹 形象塑造 传播策略 

分 类 号：F592.7[经济管理—旅游管理]